• stat2

London Underground ads resonate with Tube users, driving new customers

The Challenge

An annual initiative of the charity organisation aimed to improve perceptions of the brand and encourage consumers to stand up for farmers around the world by purchasing more of the charity’s products at this time.

The Execution

In March 2016, the charity organisation ran a London-only campaign across cinema, online, OOH (TCPs, 6s) and a large digital screen at Holborn Eye. In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 700 ABC1 respondents:
•37% males, 63% females
•14% 18-24 years, 46% 25-34 years and 40% 35-44 years Test Sample: London Tube users Control Sample: Non-Tube users who live outside of London

The Results

The Tube campaign resonated with the LU audience; those who recalled the ads were more likely to have positive perceptions of the charity organisation, with the ads driving people to consider and ultimately purchase the charity’s products.


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Improved perceptions

72% of London Tube users who recalled the ads thought that by choosing this brand they could support the people who grow our food, yet can’t feed themselves (vs. 52% who did not recall)

Drives purchase

40% of London Tube users who recalled the ads have bought the charity’s products in the last 2 weeks (vs. 19% of those who didn’t recall)

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